The SAGE Handbook of Child Development explores the multicultural development of children through the varied and complex interplay of traditional agents of socialization as well as contemporary media influences, examining how socialization practices and media content construct and teach us about diverse cultures. Editors Joy K. Asamen, Mesha L. Ellis, and Gordon L. Berry, along with chapter authors from a wide variety of disciplines, highlight how to analyze, compare, and contrast alternative perspectives of children of different cultures, domestically and globally, with the major principles and theories of child development in cognitive, socioemotional, and/or social/contextual domains.

Advertisements, Commercials, and the Development of a Child's Multicultural Worldview

Advertisements, Commercials, and the Development of a Child's Multicultural Worldview

Advertisements, commercials, and the development of a child's multicultural worldview
Jeffrey E.Brand

Although not essential for the cognitive, social, and moral development of children, commercial advertising targeted to children is nevertheless a prominent feature of children's contemporary experience—regardless of its effect on their beliefs, attitudes, and behaviors. So prominent is advertising in children's lives that researchers who write about television advertising and children— in America at least—have concluded that children and adolescents view as many as 40,000 television advertisements a year, plus thousands more in other media from hundreds of magazines, films, and websites designed to target children (Committee on Communications, 2006).

However, children are not a single audience, nor are they likely to receive, understand, or respond ...

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